National Australia Bank Group (NAG) has shortlisted D’Arcy Masius Benton
& Bowles Financial, Ogilvy & Mather and Publicis as contenders for its
pounds 20m through-the-line account.
The business will include all advertising and direct-marketing work for
the Clydesdale Bank, Yorkshire Bank, Northern Bank and National Irish
Bank as part of the group’s strategy to centralise its marketing
NAG, which bought Yorkshire Bank from Midland for pounds 976.5m in 1990,
is known to be seeking to expand its UK operations and is thought likely
to make a further acquisition next year.
The group has been operating without an agency since both The Leith
Agency and CDP resigned the business for Clydesdale Bank and Yorkshire
Bank earlier this year, and has pulled the majority of the marketing
operations for its four brands into a single marketing department based
The bank has also appointed Northern Bank’s chief marketer, Catherine
James, as European marketing director (Marketing, November 21) and is
currently seeking seven marketing executives, including a group
marketing communications manager and a group product research and
The pitch for the work, which will be mainly below-the-line with about
pounds 5m for TV ads, is expected to be concluded in mid-January.
Publicis is thought to have secured its presence on the pitch list
partly as a result of its acquisition of City Financial Marketing (CFM)
two weeks ago. CFM already holds NAG’s life assurance business and has
experience of creating branding work for all four of the group’s brands.
NAG had previously called a number of Scottish agencies, including
Morgan Partnership, Marr Associates and The Union, but none are expected
to secure a portion of the group’s business.